26 Jun ANALYZE ALL OF THE MARKETING ISSUES
Here are some helpful guidelines that you may want to think about for analyzing the Sephora case:• Analyze all of the marketing issues in the case – while the main issue that Julie Bornstein faces is how to justify and allocate $2 million for social media, there are a number of other issues that you might want to think about and comment on.• Consider using any concepts/tools that we’ve covered in class – think about all of the topics and tools that we’ve already covered in class. Think about which ones would be appropriate for Sephora.• Pay attention to both the analysis as well as the structure and organization of the paper – you submission will be evaluated on both your ability to understand the important issues and analyze them as well as your ability write a thoughtful, well-organized report.
Regarding the supplementary spreadsheet, there are 3 separate tabs for you to work with. Consider the following:•Distribution:o Fill in the green cells with your recommended investment, based on the number of units for each item on list.o There are several mandatory investments; these can’t be changedo There are some optional Investments which will only accept a “yes/no” response.o As a result of your decisions, make sure that you provide in your paper the acquisition cost, the cost of impressions, and the total value of the customer base• Tab Digital Marketing:o All of the digital media options are put into several major categories. Display your decisions by creating charts for these categories. You aren’t required to use the graphic that is shown, however. • Tab Total Investments:o This tab includes the entire marketing budget. Based upon your analysis, please fill in the green cells.
Remember to describe all of your decisions and calculations in your paper.
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